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marketing planning

Marketing Schmarketing. What does it mean?

April 28, 2010
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When people ask me what I do, I usually say “I’m an on-demand chief marketing officer” which is a fancy way of saying “I’m a marketing guy”. This response is usually met with a blank stare. It’s not that these smart people don’t have an inkling of what “marketing” is – it’s just that the [...]

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Rule #5 of Marketing: Capitalization

March 19, 2010
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Ok, this is where I break your heart. Effective marketing takes money. That’s just the truth. Take a deep breath now and accept it. it’s not just a question of “how much” – it’s more a question of “how fast”.  The more money you invest, the faster you realize a return. When it comes to [...]

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Rule #3 of Marketing: Consistency

March 9, 2010
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In the buyer’s mind, consistency = quality. The rule of consistency can be applied to many functional areas in a business. When it comes to marketing a consistent message, consistently delivered to the right people will pay dividends.
Think of it this way. Drip marketing works because it delivers multiple “touches” over time. Consistent, high quality [...]

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Rule #2 of Marketing: Concentration

March 5, 2010
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Ever hear the term “scatter shot”? Or “shot gun approach”? While few of us would admit to such a lapse of common sense, the reality is that most small businesses engage in Scatter shot Marketing. The symptoms of this disorder include:

constantly trying to figure out who to call on
the reinvention of the prospecting process every [...]

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Why Do People Buy – Part Two

January 14, 2010
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So what does all this mean to marketers? (See Part One)
1. Advertising and marketing strategies should attempt to present an appeal strong enough to stimulate action toward satisfying one of Maslow’s basic human needs.
2. Maslow believes lower levels always take priority over higher levels so you shouldn’t attempt to sell products or services that only [...]

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Why Do People Buy – Part One.

January 8, 2010
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As marketers, we are constantly trying to anticipate every objection a potential customer might have about buying our products and services. It seems that if we could identify and address each of these objections and formulate a solution to each, we should be able to get them to buy almost anything. However the reality is [...]

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Don’t Neglect the Sales People!

January 3, 2010
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I had an experience recently that shouldn’t have surprised me but it did. It happened as I started working with a $40 million software company.
My job is to help the company improve it’s value proposition and follow through with detailed marketing and tactical plans. To gather the necessary information, I was participating in a conference [...]

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